Employer Brand Building Research

With the advent of knowledge economy and economic globalization, more and more enterprises want to retain the best talent to their advantage. Excellent "Employer Brand" not only enables organizations to retain the key personnel, but also attract talents in the industry and enhances their core competitiveness. Meanwhile, "Employer Brand" can help the enterprise to form unique competitive advantage. By building the Employer Brand system, companies can fully show their own outstanding management mode, personnel philosophy, corporate culture and other advantages, meanwhile, make their employees or potential employees accepted and recognized.In this paper, we take corporate Employer Brand construction as the research object. On the one hand, we analyze the current situation of corporate Employer Brand research through systematical description and summarization. On the other hand, we have further study about inside and outside Employer Brand construction theories. Then integrating both theories and the influence factors of Employer Brand that be analyzed in chapter 3, we propose the Extension Framework of Employer Brand Construction, which based on both inside and outside aspect. Next, we use case study analysis to demonstrate the practical effectiveness about Extension Framework of Employer Brand Construction. Finally, through in-depth study of a typical case by the application of Employer Brand to Amway (China), we found that good employers have higher employee engagement, more excellent reputation, and more possibility to attract and retain key personnel. Meanwhile, institutional environment, corporate culture, enterprise development environment, and staff development are the key factors to impact Employer Brand construction. Consequently, when an enterprise intends to build its own Employer brand, it can give priority to environmental factors in the system and make efforts for staff development. It can be more effective that the enterprise adopt fair performance wage system, and manage to use promotion principle to combine the effort level and promotion space. Employer brand construction should be a systematic organic as a whole. The enterprise should not only pay attention to the external Employer Brand construction, but also strengthen the internal Employer Brand Construction.